Open Rate

How many people opened your email? An open rate from 20% to 30% is considered "average." Watch your open rate over time. Your first email might get a great open rate (like 50% to 70% or more), but over time will level off some.

Try experimenting with:

  • Subject line. Make it longer (or shorter). Merge the recipient’s first name into the subject, or brand your company name.
  • Date of sending. Do weekdays work best? Or is the email geared towards an "at-home" audience, who check emails on weekends? Or, do they typically only order while at work, on fast connections?
  • Time of sending. Mornings, just before the first wave of spam? Just before lunch? Just after lunch? Just before quitting time? If you were a restaurant owner, would you send a campaign for a Friday event on Monday, or Thursday?


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